HBO Customers Will Soon Be Able to Watch on iOS & Android Devices

Starting next month, HBO subscribers will be able to access streaming content via iOS and Android devices.

The premium cable network started running teaser advertisements for its HBO GO iOS and Android apps earlier this month. The latest spot touts “instant and unlimited access” to “every episode of every season of your favorite HBO shows.”

Rumors of an iOS-compatible app date back to August 2010. In the past eight months, not only has the iPad become a bona fide hit with consumers, it is quickly being embraced by broadcast and cable networks to sell a “second-screen” experience.

Cable companies including Verizon, Comcast, Cablevision and Time Warner all have iPad apps available to offer users access to on-demand or live access to select networks and programming.

HBO GO is part of HBO’s overall digital strategy, which aims to keep its product exclusive, while still offering flexibility for subscribers. Time Warner CEO Jeff Bewkes has refused to license HBO premium content to Netflix, in part because he sees the service as potentially devaluing content.

As a lifelong HBO subscriber, I can understand the network’s position. HBO is one of the few networks that, for me, makes subscribing to cable worthwhile.

While we don’t anticipate HBO licensing its content to Netflix (without some serious negotiations), we see an HBO GO iOS and Android app as one of the final steps before the network makes its content available to subscribers sans a cable subscription.